The news: Agencies are planning to increase their investment in YouTube as a core component of connected TV (CTV) campaigns in 2026.

• 81% of US agency professionals expect YouTube spending to remain steady or increase, per Pixability's 2026 YouTube & CTV Media Agency Survey. Only 4% expect to decrease investment.
• 69% anticipate YouTube viewing on TV screens will play a larger role in CTV campaigns in 2026 than in any prior year.

What it means: The growing viewpoint of YouTube as a crucial CTV channel shows that YouTube’s big screen push is paying off and that its evolution from a user-generated content (UGC) digital video platform to all-in-one streamer continues.

• In a multiple response question, 73% of agencies define YouTube as a standalone video platform, and a comparable 63% view it as a CTV platform.
• This confidence in YouTube’s CTV potential aligns with our data: We expect CTV ad revenues on YouTube will reach $4.47 billion in 2026, up from $4.01 billion in 2025.

YouTube represents a differentiated and effective way for brands to reach CTV audiences by combining TV-style reach with digital targeting and measurement.

Why it matters: YouTube’s strength lies in its ability to blend premium long-form content, theatrical releases, creator-led UGC, and Shorts in a single CTV environment—giving brands multiple entry points to reach viewers.

The platform also enables advertisers to apply advanced audience targeting and cross-device measurement—capabilities that remain limited across the linear TV ecosystem. As agencies prioritize reach and audience growth, YouTube’s TV scale makes it an increasingly efficient complement to linear TV buys.

The challenge: Some agencies face hurdles managing multiple YouTube strategies—e.g., Shorts, CTV, and long-form—across several teams. Over half (53%) of agency staffers that manage YouTube ad strategies have no other involvement in efforts such as channel management for clients or creator influencer sponsorships, indicating team siloes, per Pixability.

Recommendations for marketers: Focus on integrated team structures or clearer ownership models to ensure consistent visibility measurement, initiative efforts, and performance across YouTube.

Lean into YouTube as a supplemental CTV channel that supports multiple content formats and streaming dominance—but keep budget available for linear TV efforts to maintain traditional reach.